In a 2017 survey of over 26,000 Oregon students, approximately 75% of 8th and 11th graders reported seeing marijuana advertising in the past month, primarily on storefronts and online.
Cannabis policy makers, public health advocates, and researchers studying advertising effects on youth.
~75% of Oregon students reported past-month marijuana ad exposure
What the researchers found
About 72% of 8th graders and 78% of 11th graders reported marijuana advertising exposure. Odds were higher for girls, LGB youth, current marijuana users, 8th graders living with an adult who uses marijuana, and students in districts closer to retail stores.
Why it matters
Prior research on tobacco and alcohol shows that advertising exposure is linked to lower perceived risk and increased youth use, making widespread marijuana advertising exposure a potential public health concern.
The numbers in context
14,852 8th graders and 11,895 11th graders surveyed. 72.2% of 8th graders and 78.1% of 11th graders reported past-month marijuana ad exposure. Most common sources: storefronts and online.
How the study worked
Cross-sectional analysis of a 2017 school-based survey of Oregon 8th graders (N=14,852) and 11th graders (N=11,895). Logistic regression examined subgroup differences in reported advertising exposure.
What this study cannot tell us
Self-reported advertising exposure may not accurately capture actual exposure. The study cannot establish a causal link between advertising exposure and marijuana use. Oregon-specific regulations may not generalize to other states.
How to read the evidence
Moderate: large school-based survey, though cross-sectional and reliant on self-reported advertising recall.
When this study was published
Published in 2020 in Preventing Chronic Disease.
The bigger picture
As more states legalize cannabis, Oregon's experience suggests that existing advertising restrictions may not adequately prevent youth exposure, particularly from storefront signage and online channels.
Questions still open
- Do stricter advertising regulations in other states result in lower youth exposure? Does marijuana advertising exposure actually lead to increased youth use, as has been shown for tobacco and alcohol?
Common questions
Where were students most likely to see marijuana ads?
Does seeing ads make teens more likely to use marijuana?
Read the original research
Youth Exposure to Marijuana Advertising in Oregon's Legal Retail Marijuana Market.
Preventing chronic disease, 17, E110
Citation
Fiala, Steven C; Dilley, Julia A; Everson, Erik M; Firth, Caislin L; Maher, Julie E. (2020). Youth Exposure to Marijuana Advertising in Oregon's Legal Retail Marijuana Market.. Preventing chronic disease, 17, E110. https://doi.org/10.5888/pcd17.190206
Explore the wider topic
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